Vlog:

  • Aspirational
  • Personal identity
  • Identification
  • Unscripted narrative
  • Authenticity
  • Direct mode of address
  • Audience interaction: Breaking the fourth wall.
Audience see producers as their best selves. hyperreal and cultivating.
The pleasure of a unscripted narrative.

Jackson Galaxy

Presents himself as being intelligent involving cats
Direct mode of address, staring straight in the camera.
Older audiences may find this very uncomfortable.
He's in a home unproductive environment.
Weak lighting, authenticity, realness
Not stereotypically, hegemonic ally good looking

3 - Genre theory - Steve Neale 


(television)

• Producers rely on audience's desire to see both repetition and difference of genre conventions: seeking out the familiar, while also seeking something vaguely new and different.
• Over time, genres change (generic fluidity), combine with one another (generic hybridity) and form entirely new genres and subgenres
• Genres are useful for producers from an industrial perspective, as they allow for the precise and specific targeting of certain specific audiences

Key work - Genre and Contemporary Hollywood 

Zoella


Genre: Beauty vlogging


Stereotypical target audience:
Heterosexual teenage girls 

June Favourites 2016 | Zoella

Shot type: Mid shot, mid angle of her face (main shot)
Close up shot, mid angle of products (secondary shot)

Jumpcut, hard cut

High key lighting

Zoella was once 16 years old

Mise-En-Scene: Waving the product around constantly.

Hyperexpressive face

30 seconds watched to count as a view.

Content of femininity

Talking down to the audience. The way she speaks is like she's doing customer services.  
Very expressive movement especially with her hands and eyes.
Intentionally makes mistakes to make it seem as casual as possible.



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